Use:  Test different versions of a page to see which one drives more action or engagement.

Google Analytics has updated its content experiments feature which allows media companies to easily test five different versions of a landing page to see which better meets desired metrics (e.g.  visit duration, start a subscription, make a purchase, etc.)  According to Google, content experiments allows you to:

• Compare how different web pages perform using a random sample of your visitors
• Define what percentage of your visitors are included in the experiment
• Choose which objective you’d like to test
• Get updates by email about how your experiment is doing

You can also use Google’s Experiments API to test versions of apps and Web pages.

More:

Knight Digital Media Center: Experiment with web content for better engagement: new Google tool

Search Engine Watch: Google Analytics Finally Gives Developers Content Experiments API

Online-Behavior: Google Analytics Content Experiments – A Guide To Creating A/B Tests